How Brands Build Positive Images Through Powerful Associations

Some brands manage to hold a special place in people’s minds, and a lot of that comes from how they use associations to shape their image. The right partnerships, values, and consistent communication build connections that go far beyond a product.

Dove is a strong example. Its Real Beauty campaign has been running for years and challenges narrow beauty standards. By featuring women of different ages, shapes, and ethnicities, Dove connects its brand with inclusivity and empowerment. This approach created a long lasting emotional bond with its audience and positioned Dove as a brand that advocates for self-esteem rather than just selling soap (Dove Campaign for Real Beauty).

Nike also shows the power of associations through athletes and social causes. Endorsements from figures like Serena Williams or LeBron James bring qualities of resilience, courage, and leadership into the brand. Campaigns such as “Dream Crazy,”  it said “Believe in something. Even if it means sacrificing everything. Just do it.”featuring Colin Kaepernick, aligned Nike with social justice and reinforced values of empowerment and courage. These moves deepened loyalty among consumers who see the brand as standing for something larger than sports, so much so – the commercial won an Emmy. (The Guardian)

Apple is another case of building consistent associations. Beyond sleek technology, Apple links its brand with creativity and innovation. Through campaigns like “Think Different,” Apple associated itself with cultural icons who challenged the status quo. That message still echoes in how people view the brand today: not just as a tech company, but as a symbol of creativity and forward thinking (Apple “Think Different” Campaign).

These examples highlight how secondary associations strengthen brand equity. Dove leverages inclusivity, Nike connects with resilience and activism, and Apple ties itself to creativity and innovation. The key is that these associations are consistent with what each brand wants to stand for. That consistency turns communication into loyalty, trust, and long term equity.

Link to previous article: https://www.simplypau.com/post/when-marketing-spend-misses-the-mark